Recorded: Monday 25 January 2016

For show notes please visit http://hubshots/episode-17/

Welcome

We’re coming to you from St George Business Hub Chatswood: https://webapps.stgeorge.com.au/dragon-business-hub/

Shot 1: Inbound Thought of the Week

How quickly the world of marketing changes…

Re-reading Inbound Marketing by Dharmesh and Brian: http://www.bookdepository.com/Inbound-Marketing-Dharmesh-Shah-Brian-Halligan/9781118896655

Stands up pretty well after all these years – except for the social chapters.

As opposed to the 4 Hour Work Week which has aged badly: http://www.bookdepository.com/The-4-hour-Work-Week/9780091929114

Shot 2: HubSpot Feature/tip of the Week

The value of Campaigns: http://knowledge.hubspot.com/campaigns-user-guide-v2/overview-of-the-campaigns-tool-in-hubspot

You can add Campaigns to social shared items retrospectively, via the Calendar

Shot 3: Challenge of the Week

Email from one of our listeners: Moby (@BranditoInc ) from Red Pandas: http://www.redpandas.com.au/

“My challenge and question is: Isn’t it better to use HubSpot embedded forms on our website as opposed to HubSpot landing pages for static pages on the site? My thoughts are using forms would be better for SEO for pages like contact pages and ofcourse using HubSpots landing.DOMAIN pages for PPC and campaigns. What are the advantages and disadvantages of using forms vs landing pages in my scenario?”

Excellent question Moby – our responses start at the 07:13

See also, tip for embedding HubSpot forms in web sites: http://xen.com.au/hubspot-forms-rendering-issue-in-elcomcms/

Shot 4: Opinion of the Week

Search engine ranking factors: http://backlinko.com/search-engine-ranking

Analysed 1 million search results.

Links are of course very important, but factors 3 and 4 are especially relevant:

3. We discovered that content rated as “topically relevant” (via MarketMuse),significantly outperformed content that didn’t cover a topic in-depth. Therefore, publishing focused content that covers a single topic may help with rankings.

4. Based on SERP data from SEMRush, we found that longer content tends to rank higher in Google’s search results. The average Google first page result contains 1,890 words.

Shot 5: General Tip of the Week

Google Analytics Smart Goals: http://analytics.blogspot.com.au/2015/12/use-smart-goals-powered-by-google.html

See also: https://support.google.com/analytics/answer/6153083#enable_smart_goals

Shot 6: State of Inbound Item of the Week

HubSpot Email Send Report: http://www.hubspot.com/sales/best-time-send-email-report-2015

Key takeaway: 11am Monday through Saturday, 9pm Sunday night

BTW: Look at the landing page…it is very well laid out and focussed

Shot 7: Motivation of the Week

Event details – we’re going to add a survey for the event page to gauge what potential attendees really want.

Shot 8: Resource of the Week

Thinking through native advertising: http://contentmarketinginstitute.com/2016/01/native-advertising-research/

Enterprise Reporting User Guide in HubSpot > http://knowledge.hubspot.com/reports-user-guide-v2

Professional version – lite: http://knowledge.hubspot.com/reports-user-guide-v2/how-to-create-an-attribution-report

HubSpot attribution report

Shot 9: Community Item of the Week

From Moz: https://moz.com/blog/content-marketing-tips-b2b-organizations-whiteboard-friday

The need for overlapping personas.

Shot 10: Podcast of the Week

Perpetual Traffic by Digital Marketer – with Keith Krance: http://www.digitalmarketer.com/podcast/